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Marketing 5th edition [Kietas viršelis]

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  • Formatas: Hardback, 736 pages, aukštis x plotis x storis: 277x216x31 mm, weight: 1565 g, 153 Illustrations
  • Išleidimo metai: 16-Feb-2015
  • Leidėjas: McGraw-Hill Professional
  • ISBN-10: 0077729021
  • ISBN-13: 9780077729028
Kitos knygos pagal šią temą:
Marketing 5th editionDidesnis paveikslėlis
  • Formatas: Hardback, 736 pages, aukštis x plotis x storis: 277x216x31 mm, weight: 1565 g, 153 Illustrations
  • Išleidimo metai: 16-Feb-2015
  • Leidėjas: McGraw-Hill Professional
  • ISBN-10: 0077729021
  • ISBN-13: 9780077729028
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780077729028.html
Raktažodžiai:
Grewal/Levy's Marketing was designed for todays social, mobile and digital student population, with an emphasis on how firms analyze, create, deliver, communicate, and capture value. Underscoring that even the best products and services will go unsold if marketers cannot communicate their value, Marketing explores both fundamentals and new marketing influencers and features comprehensive coverage, topics like social media and ethics integrated throughout, a robust suite of instructor resources, and regularly updated Grewal/Levy author blog with content tagged by chapter to help keep your classroom discussions current, fresh and engaging.

Grewal Levy's Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through your personal computer or tablet. Choose this option if your instructor will require Connect to be used in the course. Your subscription to Connect includes the following:





SmartBook® - an adaptive digital version of the course textbook that personalizes your reading experience based on how well you are learning the content.

Access to your instructors homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course.

Progress dashboards that quickly show how you are performing on your assignments and tips for improvement.

The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.





Connect Marketings assignments provide instant feedback and span the introduction of course concepts to their application and beyond, including iSeeit! concept animations, video cases, case analyses, data analytics exercises, and more. Contact your learning technology representative for a matrix listing assignable assets by learning outcomes.





Complete system requirements to use Connect can be found here.
SECTION 1 ASSESSING THE MARKETPLACE
1(168)
1 Overview of Marketing
2(26)
WHAT IS MARKETING?
4(1)
Marketing Is about Satisfying Customer Needs and Wants
5(1)
Marketing Entails an Exchange
6(1)
Marketing Requires Product, Price, Place, and Promotion Decisions
7(2)
Superior Service 1.1: A Hotel to Get Away from It All---and Expand Your Twitter Feed
9(1)
Marketing Can Be Performed by Both Individuals and Organizations
10(1)
Social and Mobile Marketing 1.1: Snacks, Team, Players, and Promotions
11(1)
Marketing Affects Various Stakeholders
12(1)
Marketing Helps Create Value
12(2)
Adding Value 1.1: Smartphone? Try Smart Glasses, Smart Monitors, Smart ...
14(1)
How Do Marketing Firms Become More Value Driven?
15(3)
Ethical and Societal Dilemma 1.1: Beckoning Consumers with iBeacon
18(1)
WHY IS MARKETING IMPORTANT?
18(1)
Marketing Expands Firms' Global Presence
19(1)
Marketing Is Pervasive across Marketing Channel Members
20(1)
Marketing Enriches Society
20(1)
Marketing Can Be Entrepreneurial
21(7)
Reviewing Learning Objectives
22(1)
Key Terms
22(1)
Marketing Applications
23(1)
Quiz Yourself
23(1)
Net Savvy
23(1)
Chapter Case Study: A Starbucks Juggernaut
24(4)
2 Developing Marketing Strategies and A Marketing Plan
28(54)
WHAT IS A MARKETING STRATEGY?
31(1)
Customer Excellence
31(2)
Operational Excellence
33(1)
Superior Service 2.1: Customer Service at Singapore Airlines
34(1)
Product Excellence
34(1)
Locational Excellence
35(1)
Multiple Sources of Advantage
35(1)
THE MARKETING PLAN
36(1)
Step 1 Define the Business Mission
37(1)
Step 2 Conduct a Situation Analysis
38(2)
Step 3 Identify and Evaluate Opportunities Using STP (Segmentation, Targeting, and Positioning)
40(2)
Social and Mobile Marketing 2.1: Truly Mobile Pizza
42(1)
Step 4 Implement Marketing Mix and Allocate Resources
43(1)
Step 5 Evaluate Performance Using Marketing Metrics
44(1)
Adding Value 2.1: Online Retail Meets Bricks and Mortar: Tesco's HomePlus Virtual Stores
45(2)
Ethical and Societal Dilemma 2.1: Lowering Costs---But at What Cost?
47(4)
Strategic Planning Is Not Sequential
51(1)
GROWTH STRATEGIES
52(1)
Market Penetration
52(1)
Market Development
53(1)
Product Development
54(1)
Diversification
54(3)
Reviewing Learning Objectives
55(1)
Key Terms
56(1)
Marketing Applications
56(1)
Quiz Yourself
57(1)
Toolkit
57(6)
Net Savvy
57(1)
Chapter Case Study: The Great Yogurt Battle
58(5)
APPENDIX 2A WRITING A MARKETING PLAN
63(19)
3 Social and Mobile Marketing
82(30)
THE 4E FRAMEWORK FOR SOCIAL MEDIA
84(1)
Excite the Customer
85(1)
Social and Mobile Marketing 3.1: Late-Night Laughs to Order
86(1)
Educate the Customer
86(1)
Experience the Product or Service
87(2)
Adding Value 3.1: Educating Customers Using HubSpot
89(1)
Engage the Customer
90(1)
CATEGORIES OF SOCIAL MEDIA
90(1)
Social Network Sites
90(2)
Adding Value 3.2: Effective Friending
92(1)
Superior Service 3.1: Social Networks Help Small Businesses Grow
93(1)
Media-Sharing Sites
93(2)
Thought-Sharing Sites
95(2)
GOING MOBILE AND SOCIAL
97(2)
App Pricing Models
99(2)
HOW DO FIRMS ENGAGE THEIR CUSTOMERS USING SOCIAL MEDIA?
101(1)
Listen
101(1)
Analyze
102(1)
Do
103(9)
Reviewing Learning Objectives
106(1)
Key Terms
106(1)
Marketing Applications
107(1)
Quiz Yourself
107(1)
Net Savvy
107(1)
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Social Media Techniques to Achieve All Its Objectives
108(4)
4 Marketing Ethics
112(32)
THE SCOPE OF MARKETING ETHICS
115(1)
ETHICAL ISSUES ASSOCIATED WITH MARKETING DECISIONS
116(1)
Creating an Ethical Climate in the Workplace
117(1)
Adding Value 4.1: Walmart Wants to Be the Corporate "Good Guy"
118(1)
The Influence of Personal Ethics
119(1)
Ethics and Corporate Social Responsibility
120(2)
Adding Value 4.2: The Barefoot Entrepreneur
122(1)
A Framework for Ethical Decision Making
122(4)
INTEGRATING ETHICS INTO MARKETING STRATEGY
126(1)
Planning Phase
126(1)
Implementation Phase
127(1)
Control Phase
127(1)
Social and Mobile Marketing 4.1: Who Tweeted Me to Buy a Ford Fiesta?
128(1)
CORPORATE SOCIAL RESPONSIBILITY
128(11)
Reviewing Learning Objectives
132(1)
Key Terms
133(1)
Marketing Applications
133(1)
Quiz Yourself
133(1)
Net Savvy
134(1)
Chapter Case Study: Is There an App for Good Parenting?
134(5)
APPENDIX 4A UNDERSTANDING ETHICS USING SCENARIOS
139(5)
5 Analyzing The Marketing Environment
144(25)
A MARKETING ENVIRONMENT ANALYSIS FRAMEWORK
146(1)
THE IMMEDIATE ENVIRONMENT
147(1)
Company Capabilities
147(1)
Competitors
147(1)
Corporate Partners
148(1)
MACROENVIRONMENTAL FACTORS
149(1)
Culture
149(1)
Demographics
150(1)
Social and Mobile Marketing 5.1: Understanding Connections, Both with and by Young Consumers
151(2)
Adding Value 5.1: Where Gender Matters---and Where It Doesn't
153(2)
Superior Service 5.1: Serving Up Cultural Preferences, One Slice at a Time
155(1)
Social Trends
155(1)
Adding Value 5.2: Transforming Grocery Stores into Health Providers
156(1)
Ethical and Social Dilemma 5.1: Green Cereal?
157(1)
Technological Advances
158(1)
Social and Mobile Marketing 5.2: The News from This Year's CES
159(1)
Economic Situation
160(1)
Political/Regulatory Environment
160(2)
Responding to the Environment
162(7)
Reviewing Learning Objectives
162(1)
Key Terms
163(1)
Marketing Applications
163(1)
Quiz Yourself
164(1)
Net Savvy
164(1)
Chapter Case Study: A Next-Generation Cleanser
164(5)
SECTION 2 UNDERSTANDING THE MARKETPLACE
169(96)
6 Consumer Behavior
170(36)
THE CONSUMER DECISION PROCESS
173(1)
Need Recognition
173(1)
Search for Information
174(2)
Ethical and Societal Dilemma 6.1: Penalizing Negative SEO
176(1)
Social and Mobile Marketing 6.1: The Future of Health Is Mobile
177(1)
Evaluation of Alternatives
178(2)
Ethical and Societal Dilemma 6.2: Wearing the "Healthy" Label: Natural and Organic Foods
180(2)
Purchase and Consumption
182(1)
Postpurchase
182(3)
FACTORS INFLUENCING THE CONSUMER DECISION PROCESS
185(1)
Psychological Factors
185(4)
Social Factors
189(2)
Situational Factors
191(1)
Superior Service 6.1: Doing Everything Right---H-E-B Supermarkets
192(2)
Social and Mobile Marketing 6.2: Ensuring Mobile Dominance through In-Store Promotions
194(1)
INVOLVEMENT AND CONSUMER BUYING DECISIONS
195(1)
Extended Problem Solving
196(1)
Limited Problem Solving
196(4)
Reviewing Learning Objectives
197(1)
Key Terms
198(1)
Marketing Applications
199(1)
Quiz Yourself
199(1)
Toolkit
200(6)
Net Savvy
200(1)
Chapter Case Study: The Diet Battle---Weight Watchers, Jenny Craig, and Slim-Fast
200(6)
7 Business--To--Business Marketing
206(26)
B2B MARKETS
209(1)
Manufacturers and Service Providers
209(1)
Resellers
210(1)
Superior Service 7.1: Clouding over Computing Power
211(1)
Institutions
211(1)
Government
212(1)
THE BUSINESS-TO-BUSINESS BUYING PROCESS
212(1)
Social and Mobile Marketing 7.1: iPads Go to Work
213(1)
Stage 1 Need Recognition
213(1)
Stage 2 Product Specification
214(1)
Stage 3 RFP Process
214(1)
Stage 4 Proposal Analysis, Vendor Negotiation, and Selection
214(1)
Stage 5 Order Specification
215(1)
Stage 6 Vendor Performance Assessment Using Metrics
215(1)
THE BUYING CENTER
216(2)
Organizational Culture
218(1)
Ethical and Societal Dilemma 7.1: Is It Business or Bribery?
219(1)
Building B2B Relationships
220(1)
Social and Mobile Marketing 7.2: Making the Most of LinkedIn
221(1)
THE BUYING SITUATION
222(2)
Adding Value 7.1: Getting Out the Message with Inbound Marketing
224(4)
Reviewing Learning Objectives
226(1)
Key Terms
226(1)
Marketing Applications
227(1)
Quiz Yourself
227(1)
Toolkit
228(4)
Net Savvy
228(1)
Chapter Case Study: Levi Strauss, Cotton Farmers, and International Production
228(4)
8 Global Marketing
232(33)
ASSESSING GLOBAL MARKETS
235(1)
Economic Analysis Using Metrics
235(4)
Analyzing Infrastructure and Technological Capabilities
239(1)
Analyzing Governmental Actions
239(1)
Ethical and Societal Dilemma 8.1: How Chinese Regulations
Change Car-Buying Practices
240(1)
Analyzing Sociocultural Factors
241(3)
The Appeal of the BRIC Countries
244(3)
Social and Mobile Marketing 8.1: The Growth of Social Networking---Brazil's Free Market versus China's Restrictions
247(1)
CHOOSING A GLOBAL ENTRY STRATEGY
248(1)
Exporting
248(1)
Franchising
249(1)
Strategic Alliance
249(1)
Joint Venture
249(1)
Adding Value 8.1: Tata Starbucks and the Indian
Coffee Culture
250(1)
Direct Investment
251(1)
CHOOSING A GLOBAL MARKETING STRATEGY
252(1)
Target Market: Segmentation, Targeting, and Positioning
252(1)
Adding Value 8.2: Ponying Up the Latest Ford Mustang
253(3)
Superior Service 8.1: Getting Online Purchases to Chinese Consumers
256(9)
Reviewing Learning Objectives
258(1)
Key Terms
259(1)
Marketing Applications
259(1)
Quiz Yourself
259(1)
Net Savvy
260(1)
Chapter Case Study: The Globalization of the Most Ubiquitous of American Cuisines---the Hamburger
260(5)
SECTION 3 TARGETING THE MARKETPLACE
265(74)
9 Segmentation, Targeting, and Positioning
266(36)
THE SEGMENTATION, TARGETING, AND POSITIONING PROCESS
268(1)
Step 1 Establish the Overall Strategy or Objectives
268(2)
Step 2 Use Segmentation Methods
270(2)
Social and Mobile Marketing 9.1: Is Facebook Over?
272(4)
Superior Service 9.1: Just How Friendly Do Customers Want the Skies to Be?
276(2)
Ethical and Societal Dilemma 9.1: Congressional Hearings and the Ethical Considerations for Modern Loyalty Programs
278(1)
Step 3 Evaluate Segment Attractiveness
279(3)
Adding Value 9.1: Are Baby Boomers Too Old for TV? Some Networks Seem to Think So
282(1)
Step 4 Select a Target Market
283(2)
Superior Service 9.2: With or without You: Specified Service
285(2)
Step 5 Identify and Develop Positioning Strategy
287(3)
Positioning Methods
290(1)
Positioning Using Perceptual Mapping
291(3)
Adding Value 9.2: Fit as Fashion: The Repositioning of Self Magazine
294(3)
Reviewing Learning Objectives
295(1)
Key Terms
296(1)
Marketing Applications
296(1)
Quiz Yourself
297(1)
Toolkit
297(5)
Net Savvy
297(1)
Chapter Case Study: Coca-Cola
298(4)
10 Marketing Research
302(37)
THE MARKETING RESEARCH PROCESS
305(1)
Marketing Research Process Step 1: Defining the Objectives and Research Needs
305(1)
Adding Value 10.1: A Key Motivation for Waking Teens Early on Weekends Disappears---McDonald's Hints at Breakfast All Day
306(1)
Marketing Research Process Step 2: Designing the Research
306(1)
Marketing Research Process Step 3: Collecting Data
307(2)
Marketing Research Process Step 4: Analyzing Data and Developing Insights
309(1)
Marketing Research Process Step 5: Developing and Implementing an Action Plan
309(1)
SECONDARY DATA
310(1)
Inexpensive External Secondary Data
310(1)
Syndicated External Secondary Data
311(1)
Social and Mobile Marketing 10.1: Nielsen Seeks to Track Viewership, regardless of the Media People Use to Watch
312(1)
Internal Secondary Data
313(3)
Superior Service 10.1: Google Analytics Promises Movie Studios the Ability to Predict Performance, Weeks Prior to Opening
316(1)
PRIMARY DATA COLLECTION TECHNIQUES
317(1)
Social Media
318(1)
In-Depth Interviews
319(1)
Focus Group Interviews
320(1)
Survey Research
321(1)
Panel- and Scanner-Based Research
322(1)
Experimental Research
322(2)
Advantages and Disadvantages of Primary and Secondary Research
324(1)
THE ETHICS OF USING CUSTOMER INFORMATION
325(1)
Ethical and Societal Dilemma 10.1: Oh, Say, Can You See? The Implications of Mannequins That Capture Shoppers' Demographic Data
326(9)
Reviewing Learning Objectives
328(1)
Key Terms
328(1)
Marketing Applications
329(1)
Quiz Yourself
330(1)
Net Savvy
330(1)
Chapter Case Study: AutoTrader.com: How Research Separates Fact from Fiction
330(5)
APPENDIX 10A USING SECONDARY DATA TO ASSESS CUSTOMER LIFETIME VALUE (CLV)
335(4)
SECTION 4 VALUE CREATION
339(98)
11 Product, Branding, and Packaging Decisions
340(30)
COMPLEXITY AND TYPES OF PRODUCTS
342(1)
Complexity of Products
342(1)
Types of Products
343(2)
PRODUCT MIX AND PRODUCT LINE DECISIONS
345(2)
Social and Mobile Marketing 11.1: Axe Brand's Anarchy Fragrance and Graphic Novel
347(1)
BRANDING
348(1)
Value of Branding for the Customer
349(2)
Brand Equity for the Owner
351(1)
Ethical and Societal Dilemma 11.1: (Not) Marketing Sugary Drinks to Kids
352(3)
BRANDING STRATEGIES
355(1)
Brand Ownership
355(1)
Naming Brands and Product Lines
356(1)
Brand and Line Extensions
357(1)
Co-branding
358(1)
Brand Licensing
358(1)
Brand Repositioning
359(1)
Adding Value 11.1: The Global Appeal and Rebranding Efforts of American Airlines
360(1)
PACKAGING
360(2)
Ethical and Societal Dilemma 11.2: Calories 0, Vitamins 0: How Much Information Can Water Labels Provide?
362(1)
Product Labeling
362(8)
Reviewing Learning Objectives
363(1)
Key Terms
364(1)
Marketing Applications
364(1)
Quiz Yourself
365(1)
Net Savvy
365(1)
Chapter Case Study: Oprah Winfrey, a Brand unto Herself
365(5)
12 Developing New Products
370(36)
WHY DO FIRMS CREATE NEW PRODUCTS?
373(1)
Changing Customer Needs
373(1)
Market Saturation
374(1)
Adding Value 12.1: Carmakers Look for an Edge, above and under the Hood
375(1)
Managing Risk through Diversity
376(1)
Fashion Cycles
376(1)
Improving Business Relationships
377(1)
DIFFUSION OF INNOVATION
378(1)
Innovators
379(1)
Early Adopters
380(1)
Early Majority
381(1)
Late Majority
381(1)
Laggards
381(1)
Using the Diffusion of Innovation Theory
381(2)
HOW FIRMS DEVELOP NEW PRODUCTS
383(1)
Idea Generation
383(4)
Social and Mobile Marketing 12.1: When Microsoft Plays Catch-Up
387(1)
Concept Testing
388(1)
Product Development
389(1)
Ethical and Societal Dilemma 12.1: Should Firms Test on Animals?
390(1)
Market Testing
391(1)
Product Launch
391(2)
Evaluation of Results
393(1)
THE PRODUCT LIFE CYCLE
394(1)
Introduction Stage
395(1)
Growth Stage
395(1)
Maturity Stage
396(1)
Decline Stage
397(1)
The Shape of the Product Life Cycle Curve
398(1)
Strategies Based on Product Life Cycle: Some Caveats
398(3)
Reviewing Learning Objectives
399(1)
Key Terms
399(1)
Marketing Applications
400(1)
Quiz Yourself
400(1)
Net Savvy
401(1)
Chapter Case Study: Is the Glass Half Full?
The Launch of Google Glass
401(5)
13 Services: The Intangible Product
406(31)
SERVICES MARKETING DIFFERS FROM PRODUCT MARKETING
409(1)
Intangible
410(1)
Adding Value 13.1: Carbonite's Secure Online Backup
411(1)
Inseparable Production and Consumption
411(1)
Heterogeneous
412(1)
Perishable
413(1)
PROVIDING GREAT SERVICE: THE GAPS MODEL
413(2)
The Knowledge Gap: Understanding Customer Expectations
415(2)
Adding Value 13.2: The Broadmoor Manages Service Quality for a Five-Star Rating
417(3)
The Standards Gap: Setting Service Standards
420(1)
The Delivery Gap: Delivering Service Quality
420(2)
Social and Mobile Marketing 13.1: Linking American Express Members to Purchases
422(1)
The Communications Gap: Communicating the Service Promise
423(1)
Ethical and Societal Dilemma 13.1: Fake Reviews
424(1)
Service Quality and Customer Satisfaction and Loyalty
425(1)
Superior Service 13.1: Priming the Pump to Let Loyalty Flow
426(1)
SERVICE RECOVERY
427(1)
Listening to the Customers and Involving Them in the Service Recovery
427(1)
Finding a Fair Solution
428(1)
Resolving Problems Quickly
428(3)
Reviewing Learning Objectives
429(1)
Key Terms
430(1)
Marketing Applications
430(1)
Quiz Yourself
431(1)
Toolkit
431(6)
Net Savvy
431(1)
Chapter Case Study: Zipcar: Delivering Only as Much Driving as You Want
431(6)
SECTION 5 VALUE CAPTURE
437(52)
14 Pricing Concepts For Establishing Value
438(24)
THE FIVE CS OF PRICING
441(1)
Company Objectives
442(2)
Customers
444(1)
Adding Value 14.1: Apple Prices in the Premium Price Segment
445(6)
Costs
451(1)
Superior Service 14.1: The Increasing Costs of Play: New Offers and Pricing by Disney and Universal Theme Parks
451(1)
Break-Even Analysis and Decision Making
452(2)
Markup and Target Return Pricing
454(1)
Competition
455(1)
Channel Members
456(3)
Reviewing Learning Objectives
457(1)
Key Terms
457(1)
Marketing Applications
458(1)
Quiz Yourself
459(1)
Toolkit
459(3)
Net Savvy
459(1)
Chapter Case Study: Planet Fitness: Pricing for Success
459(3)
15 Strategic Pricing Methods
462(27)
CONSIDERATIONS FOR SETTING PRICE STRATEGIES
464(1)
Cost-Based Methods
465(1)
Competition-Based Methods
465(1)
Value-Based Methods
466(2)
Adding Value 15.1: Value at a Premium Price: Moving Consumers Away from a View of Cheap as Valuable
468(1)
Adding Value 15.2: Walmart Offers Low-Priced Organic Foods
469(1)
PRICING STRATEGIES
469(1)
Everyday Low Pricing (EDLP)
469(1)
High/Low Pricing
470(1)
New Product Pricing Strategies
470(1)
Ethical and Societal Dilemma 15.1: Is It Really 45 Percent Off?
471(2)
PRICING TACTICS
473(1)
Pricing Tactics Aimed at Consumers
473(3)
Business Pricing Tactics and Discounts
476(2)
LEGAL AND ETHICAL ASPECTS OF PRICING
478(1)
Deceptive or Illegal Price Advertising
478(1)
Predatory Pricing
479(1)
Price Discrimination
479(1)
Price Fixing
480(1)
Ethical and Societal Dilemma 15.2: Getting Your Chocolate Fix Might Be Getting More Expensive
481(8)
Reviewing Learning Objectives
481(1)
Key Terms
482(1)
Marketing Applications
482(1)
Quiz Yourself
483(1)
Net Savvy
484(1)
Chapter Case Study: Price Wars in the Cellular Market
484(5)
SECTION 6 VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
489(58)
16 Supply Chain and Channel Management
490(28)
THE IMPORTANCE OF MARKETING CHANNEL/SUPPLY CHAIN MANAGEMENT
492(1)
Adding Value 16.1: The Beans May Be Slow Cooked, but the Delivery Is Quick
493(1)
Marketing Channels Add Value
494(1)
Marketing Channel Management Affects Other Aspects of Marketing
495(1)
DESIGNING MARKETING CHANNELS
495(1)
Direct Marketing Channel
495(1)
Indirect Marketing Channel
495(1)
MANAGING THE MARKETING CHANNEL AND SUPPLY CHAIN
496(1)
Managing the Marketing Channel and Supply Chain through Vertical Marketing Systems
497(3)
Managing Marketing Channels and Supply Chains through Strategic Relationships
500(2)
Ethical and Societal Dilemma 16.1: Do Customers Care More about the Newest iPhone or about Working Conditions in China?
502(1)
MAKING INFORMATION FLOW THROUGH MARKETING CHANNELS
503(1)
Data Warehouse
504(1)
MAKING MERCHANDISE FLOW THROUGH MARKETING CHANNELS
505(1)
Distribution Centers versus Direct Store Delivery
506(1)
The Distribution (or Fulfillment) Center
507(1)
Superior Service 16.1: Who Will Win the Same-Day Grocery Delivery War: Amazon or Walmart?
508(2)
Inventory Management through Just-in-Time Inventory Systems
510(8)
Reviewing Learning Objectives
512(1)
Key Terms
512(1)
Marketing Applications
513(1)
Quiz Yourself
514(1)
Net Savvy
514(1)
Chapter Case Study: Zara Delivers Fast Fashion
514(4)
17 Retailing and Omnichannel Marketing
518(29)
CHOOSING RETAILING PARTNERS
521(1)
Channel Structure
522(1)
Customer Expectations
522(1)
Channel Member Characteristics
523(1)
Distribution Intensity
523(1)
IDENTIFY TYPES OF RETAILERS
524(1)
Food Retailers
524(1)
Supermarkets
525(1)
Superior Service 17.1: Meet the Captain and Visit the Island
526(1)
General Merchandise Retailers
527(2)
Adding Value 17.1: CVS Devises Ways to Keep Its Customers Coming Back
529(1)
Services Retailers
530(1)
Superior Service 17.2: Giving New Meaning to Going Mobile: Restaurateurs Move from Storefronts to Trucks
531(1)
DEVELOPING A RETAIL STRATEGY USING THE FOUR PS
532(1)
Product
532(1)
Adding Value 17.2: Home Depot---Providing Customers Better Access to Products
533(1)
Price
534(1)
Promotion
534(2)
Place
536(1)
BENEFITS OF STORES FOR CONSUMERS
537(1)
BENEFITS OF THE INTERNET AND OMNICHANNEL RETAILING
537(1)
Deeper and Broader Selection
538(1)
Personalization
538(1)
Expand Market Presence
538(1)
EFFECTIVE OMNICHANNEL RETAILING
539(1)
Integrated CRM
539(1)
Brand Image
539(1)
Pricing
539(1)
Supply Chain
540(7)
Reviewing Learning Objectives
541(1)
Key Terms
542(1)
Marketing Applications
542(1)
Quiz Yourself
542(1)
Net Savvy
543(1)
Chapter Case Study: Target and Its New Generation of Partnerships
543(4)
SECTION 7 VALUE COMMUNICATION
547(88)
18 Integrated Marketing Communications
548(30)
COMMUNICATING WITH CONSUMERS
551(1)
The Communication Process
551(1)
How Consumers Perceive Communication
552(1)
The AIDA Model
553(1)
Adding Value 18.1: Blurring the Lines: How Characters---Both Fictional and Real---Drive Jeep Cherokees
554(2)
Social and Mobile Marketing 18.1: Making the Old New by Turning a Classic Campaign into a Mobile Event
556(2)
ELEMENTS OF AN INTEGRATED MARKETING COMMUNICATIONS STRATEGY
558(1)
Advertising
558(1)
Public Relations
559(1)
Sales Promotions
559(1)
Ethical and Societal Dilemma 18.1: Too Skinny
560(1)
Personal Selling
561(1)
Direct Marketing
561(1)
Ethical and Societal Dilemma 18.2: The Consumer Privacy Bill of Rights
562(1)
Online Marketing
562(2)
PLANNING FOR AND MEASURING IMC SUCCESS
564(1)
Goals
564(1)
Setting and Allocating the IMC Budget
565(1)
Superior Service 18.1: Changing Priceline by Killing Captain Kirk---and Then Bringing Him Back
566(1)
Measuring Success Using Marketing Metrics
567(2)
Planning, Implementing, and Evaluating IMC Programs---an Illustration of Google Advertising
569(4)
Reviewing Learning Objectives
571(1)
Key Terms
572(1)
Marketing Applications
572(1)
Quiz Yourself
573(1)
Toolkit
573(5)
Net Savvy
574(1)
Chapter Case Study: How Integrated is Volvo's IMC Strategy?
574(4)
19 Advertising, Public Relations, and Sales Promotions
578(30)
STEP 1: IDENTIFY TARGET AUDIENCE
581(1)
STEP 2: SET ADVERTISING OBJECTIVES
582(1)
Informative Advertising
582(1)
Persuasive Advertising
582(1)
Reminder Advertising
583(1)
Focus of Advertisements
584(2)
Ethical and Societal Dilemma 19.1: Getting to the Truth
586(1)
STEP 3: DETERMINE THE ADVERTISING BUDGET
586(1)
STEP 4: CONVEY THE MESSAGE
587(1)
The Message
587(1)
The Appeal
588(1)
STEP 5: EVALUATE AND SELECT MEDIA
589(1)
Mass and Niche Media
589(1)
Choosing the Right Medium
589(1)
Determining the Advertising Schedule
590(1)
Social and Mobile Marketing 19.1: Simplicity as a Strength and as a Weakness: Twitter's Advertising Formats and Future Plans
591(1)
STEP 6: CREATE ADVERTISEMENTS
591(2)
Ethical and Societal Dilemma 19.2: When Makeup Companies Really Do Make Up Models' Faces
593(1)
STEP 7: ASSESS IMPACT USING MARKETING METRICS
593(2)
REGULATORY AND ETHICAL ISSUES IN ADVERTISING
595(1)
PUBLIC RELATIONS
596(2)
SALES PROMOTION
598(1)
Types of Sales Promotion
598(3)
Using Sales Promotion Tools
601(2)
Reviewing Learning Objectives
601(1)
Key Terms
602(1)
Marketing Applications
603(1)
Quiz Yourself
603(1)
Toolkit
603(5)
Net Savvy
604(1)
Chapter Case Study: Making MasterCard Priceless
604(4)
20 Personal Selling and Sales Management
608(27)
THE SCOPE AND NATURE OF PERSONAL SELLING
610(1)
Personal Selling as a Career
610(1)
The Value Added by Personal Selling
611(1)
Social and Mobile Marketing 20.1: Personal Selling Goes Virtual
612(1)
THE PERSONAL SELLING PROCESS
613(1)
Step 1 Generate and Qualify Leads
614(1)
Adding Value 20.1: College Athletics Turn to the Pros for Sales Help
615(1)
Step 2 Preapproach and the Use of CRM Systems
616(1)
Superior Service 20.1: Selling in the Cloud: The Growth and Success of Salesforce.com
617(1)
Step 3 Sales Presentation and Overcoming Reservations
618(2)
Superior Service 20.2: Soft Selling Works
620(1)
Step 4 Closing the Sale
620(1)
Step 5 Follow-Up
621(1)
MANAGING THE SALES FORCE
622(1)
Sales Force Structure
622(1)
Recruiting and Selecting Salespeople
623(1)
Sales Training
624(1)
Motivating and Compensating Salespeople
625(2)
ETHICAL AND LEGAL ISSUES IN PERSONAL SELLING
627(1)
The Sales Manager and the Sales Force
627(1)
The Sales Force and Corporate Policy
627(1)
Ethical and Societal Dilemma 20.1: When Realtors Become Reality Stars
628(1)
The Salesperson and the Customer
628(7)
Reviewing Learning Objectives
629(1)
Key Terms
630(1)
Marketing Applications
630(1)
Quiz Yourself
631(1)
Net Savvy
631(1)
Chapter Case Study: Alta Data Solutions: Making the Sale
631(4)
Glossary 635(16)
Quiz Yourself Answer Key 651(2)
Name Index 653(8)
Company Index 661(7)
Subject Index 668
Dhruv Grewal received a Ph.D. from Virginia Tech and is the Toyota Chair in Commerce and Electronic Business and professor of marketing at Babson College. His academic interests focus is on marketing foundations and research, retailing, pricing, and value-based strategies. Dr. Grewal was awarded the 2005 Lifetime Achievement in Behavioral Pricing Award by Fordham University and was listed in the World's Most Influential Scientific Minds by Thomson Reuters in 2014. He is a coauthor of Marketing Research, has published more than 70 articles in leading journals, and serves on numerous editorial boards. Dr. Grewal is a recipient of the 2005 Sherwin-Williams Distinguished Teaching Award, SMA; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 AMS Great Teachers in Marketing Award; and 1998 Executive MBA Teaching Excellence Award. He has taught executive seminars and joined in research with numerous firms, including IRI, TJX, Radio Shack, Monsanto, McKinsey, and Motorola.





Michael Levy received an undergraduate and M.S. degrees in business administration from the University of Colorado at Boulder and a Ph.D. in business administration from Ohio State University. He is the Charles Clarke Reynolds Professor of Marketing Emeritus at Babson College and CEO of RetailProf LLC. Dr. Levy received the inaugural ACRA Academic Lifetime Achievement Award; the 2009 Lifetime Achievement Award, American Marketing Association, Retailing Special Interest Group; the Babson Faculty Scholarship Award; and the Distinguished Service Award, Journal of Retailing. Marketing Educator rated him one of the best researchers in marketing. Dr. Levy has published more than 50 articles in leading marketing and logistics journals and is co-author of the sixth edition of Marketing. He has performed research projects with major retailers and retail technology firms, including Accenture, Federated Department Stores, Khimetrics, Mervyns, Neiman Marcus, ProfitLogic, and Zale Corp.